How to ask for Testimonials that actually help you Sell your Services

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If you’re a service-based business owner, you’ve probably received feedback like “They were amazing!” or “Highly recommend!” While it’s lovely to hear, generic praise doesn’t do much for your future clients. The testimonials that truly build trust are the ones that tell a story—where your client was before, how you helped, and what changed as a result.

If you’ve been wondering how to ask clients for testimonials that are specific, results-based, and actually help you convert leads, here’s a simple, repeatable process that works.

How to ask client for testimonials

How to reverse-engineer powerful testimonials and ask the right questions to get them

Step 1: Reach out to Past Clients

Start by emailing your past clients to let them know you’re updating your website or marketing materials. Tell them you’d love to include their experience and ask for their permission to share their words publicly. Make it easy and respectful:

  • Be clear that you’ll ask just 3 quick questions
  • Let them know their answers might be lightly edited for clarity—but not for content
  • Ask if they’d be happy to have their first name, photo, and business name included (if relevant)

Step 2: Ask the Right Questions

Great testimonials come from great prompts. Keep it short— 3 thoughtful questions is the sweet spot. Here are some you can use or adapt:

  1. Where were you before we worked together, and what challenges were you facing?
    (This builds relatability and sets up the “before” story.)
  2. What has changed since our work together? What results or shifts have you experienced?
    (This is the gold—tangible results, feelings, or outcomes.)
  3. What part of the experience stood out to you the most?

Step 3: Choose what to include

Once you’ve collected responses, present them in a clean and consistent format. Here’s what to include (as appropriate for your business):

  • Client’s first name (or full name, with permission)
  • Company name (especially if B2B)
  • Location (optional unless relevant)
  • Professional-quality photo (avoid selfies if possible)
  • The testimonial – focused on results, feelings, or specific wins

In summary: The best testimonials don’t just say “you’re great”—they show how you helped and why that mattered. With the right questions and a little structure, you’ll collect stories that truly speak to future clients.

Bonus Insight: Use your Clients’ words to refine your message

Here’s something I always remind my clients: If you ever struggle to describe what it’s like to work with you, read your testimonials. Clients often use words or phrases that you might not think to say yourself—but that beautifully capture the experience from their perspective. You’ll find language that’s emotional, grounded, and real. That’s gold for your website copy, service descriptions, and even your short pitch.

Let their words shape how you communicate your value—because often, they say it better than we can.

Curious what this looks like in action?

I’ve been lucky to work with some incredible clients, and their words speak louder than anything I could say.
👉 Take a look at what they had to say here.